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Impact of Ethic Identity and Acculturation on Consumer Behaviour: Evidence of Generation Y from Rural India

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Impact of Ethic Identity and Acculturation on Consumer Behaviour: Evidence of Generation Y from Rural India Impact of Ethic Identity and Acculturation on Consumer Behaviour: Evidence of Generation Y from Rural India Manish Das* Assistant Professor, Department of Business Management, Tripura University (A Central University). Abstract This study uncovers the association of ethnic identity and acculturation and their collective impact on consumer behaviour spanning across multiple items in different product categories for gen-Y consumers in rural India. While following emic approach, this empirical study collected 385 rural gen-Y consumers’ opinion on acculturation and ethnic identity through survey. Study also recorded consumption preference/liking/importance of gen-Y consumers’ across 65 items in product categories like foods/ vegetables, fashion, luxury, appliances/durables, electronics /technology and networking platforms. Study concludes that though rural gen-Y Indians are bi-cultural in nature, ethnic identity is yet the dominating force. Items with modernity and global image associates negatively with ethnic identity and positively with acculturation. Older product categories associate positively with ethnic identity and technologically superior items positively with acculturation. The findings will be a great help for existing/potential MNC’s to target rural gen-Y while positioning their offerings/communication design/strategy formulation. On limitations front, generalization of these findings needs more empirical evidences as the present study is confined to the rural parts of a particular state in India (Tripura). Keywords: Culture, Ethnic Identity, Acculturation, Consumer Behaviour, Rural India. 1. Introduction and capital markets gradually to convert to a globally linked, market economy. One of the popular mechanisms Consumer behaviour deals with the study of buying to measure consumer culture is to assess the possessions of behaviour of consumers and culture undoubtedly plays a significant and prominent role in determining it. The material objects to express cultural meaning as identified by McCracken (1986), Arnould (1989), Belk, Sherry and importance of culture in assessing consumer behavior increases manifold for a country like India with 29 Wallenderf (1988), Oswald (1999), Arnould and Price (1993) and Calgar (1995). culturally different states and 7 union territories totaling 1.3 billion populations. Hofstede (1984) defined culture as Globalization drives acculturation (Craig and Douglas, “a system of value and norms that are shared among a 2006; Cleveland and Laroche, 2007; Cleveland et al., 2009) group of people and that when taken together constitute a and researchers all over the world have presented different design for living.” findings on globalization impact on consumer culture. Assessment of available contributions put forth different Consumer culture is a form of material culture facilitated observations: the emergence of a standardized global by the market by creating a particular relationship between consumer culture (Alden et al., 1999; Firat, 1995; Hannerz, the consumer and the goods or services they consumes. 1990; TerHofstede et al., 1999; Craig and Douglas, 2006; Study of consumer culture has an important implication in assessing the acceptability of the market economy among Cleveland et al.,2009; Riefler et al., 2012), dominance of local consumer culture over the global (De Mooij, 2004), masses in a particular nation. It is vital for a country like India that started its journey as a socialist economy with and situational consumption behaviour based on collective influence of global and local culture (Craig and Douglas, highly centralized economic planning and 1991 onwards 2006; Cleveland et al., 2015). Thus, it is undoubtedly an area started Structural Adjustment Reforms (SAR) in fiscal, that requires more and more empirical evidence and industrial, trade, public sector, and infrastructure policies *E-mail: [email protected], Tel: +91 9774325006/ 9863498734 IMJ 01 Manish Das Volume 10 Issue 1 January-June 2018 present research is one such attempt confining to Schaninger et al., 1985; Wallendorf and Reilly, 1983; generation Y consumers in rural India. Cultural impact is Laroche et al., 2005). assessed from the perspective of consumers’ ethnic 2.2 Consumer Acculturation identity, acculturation tendency and collective impact of these constructs on consumer behaviour for this study. Trimble (2003) viewed acculturation from the perspective Consumer behaviour is measured by relative probability of socio-cultural change and thus acculturation basically and/or frequency of purchase/consumption of different deals with changes in existing culture. Thus, consumer products/items spanning across different categories. acculturation can be defined as the phenomenon of changing consumer culture due to multiple environmental 2. Literature Review factors. Among all these factors, globalization is perhaps 2.1 Ethnic Identity (EID) the most crucial one and researchers (Lysonski et al, 2012; Lysonski, 2014; Craig et al., 2009; Yaprak, 2008; Venkatesh, Identity is one’s perception regarding his/her own 1995) are of opinion that local cultures in the developing characteristics and values (De Mooij, 2004). Thus ethnic countries are exhibiting rapid changes. Globalization is identity is identity in relation to one’s own ethnic group changing the cultural beliefs by adoption of products, based on shared individual or socio-cultural experiences lifestyles and rituals of other culture (Craig and Douglas, (Driedger, 1978) as well as ethnic attitudes and values 2006) and the change is towards cultural homogenization (White and Burke, 1987). Ethnic identity also reflects (Levitt, 1984) by adopting life styles and culture of the identity based on sense of belonging and obligation developed nations by the consumers’ of the developing (Laroche et al., 1996) to own ethnic group. Ethnic identity is countries (Ger and Belk, 1996). Though initially it was formed during childhood through socialization activities believed that acculturation happens through first hand of parents by learning of cultural values and behaviors’ contact with another culture (Redfield et.al., 1936), (Rosenthal and Cichello, 1986). Ethnic identity is subsequent research (Anderson,2012; Craig et al., 2009; multidimensional concept (Phinney et al, 2001). Available Steeenkamp,2001) proved that acculturation can be literature highlights self attachment and identification as through other indirect exposure also like exposure through an ethnic group member, urge to maintain own culture, mass media, trade, education, telecommunication etc ethnic involvement through customs, rituals etc., extent of (Berry, 1980). Acculturation study from consumer ethnic langue use, ethnic media consumption, ethnic behaviour perspective (Chattaraman, 2010; Cleveland et interpersonal relationship as most dominant dimensions of al., 2011) reveals that the popularity towards ethnic ethnic identity (Laroche et al., 2005; Cleveland and Chang, consumption may be reduced and popular cultural 2009; Mendoza, 1989; Penaloza, 1994; Driedger, 1978; products consumption may increase. Available study of Cleveland et al., 2011). Ethnic identity has relationship acculturation concentrates on two routes for measurement with economic and social transformation and research as behavioral changes and attitudinal changes (Gentry et indicates that rapid changes in economic and social al., 1995; Gupta, 2013; Anderson, 2012). structure propel people to incline towards their ethnic identity more strongly due to associated uncertainty and 2.3 Generation anxiety (Taylor et al., 2011). Thus, for a country like India, Three different approaches used frequently to define there is a possibility for stronger ethnic identity due to generation in research are kinship based approach rapid social and economic transformation post (Bengston et al., 2005; Wade-Benzoni, 2002), cohort based globalization of 1991. Numerous literatures also approach (Rosow, 1978; Ryder, 1965; Easterlin, 1987; highlighted relationship of consumption (especially food) Kertzer, 1983) and age based approach (Egri and Ralston, with ethnic identity (Driedger, 1978; Phinney, 1990; 2004; Strauss and Howe, 1991; Thau and Helfin, 1997) with Rosenthal and Feldman, 1992) which subsequently majority inclining towards age based or cohort based. expanded across all categories of consumption in the Present study applied the cohort based approach. A cohort domain of marketing and consumer behaviour research based approach assumes that people born and grow up in (Hoyer and Deshpande, 1982; Cleveland et al., 2011; IMJ 02 Manish Das Volume 10 Issue 1 January-June 2018 the same time, sharing similar historic and significant highlighted that acculturation is also possible without events and experiences will demonstrate similar values, losing own ethnic identity (bi-cultural). Interestingly, beliefs and attitudes. These psychological underpinnings Webster (1994) opined a third view that ethnic identity and of one generational cohort is different from other cohorts acculturation are the same construct due to the fact that due to the differences in their birth and grow up times and similar factors (language, food, and preferences) are used different significant events associated with that time to identify both of them. Berry (1980) identified four (Strauss & Howe, 1991). The notion of similarity in possible outcome as an interaction of ethnic identity and attitudes and behaviors in one cohort and dissimilarities consumer acculturation as Integration (keeping
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